Examples of digital marketing automation?

April 25, 2022 | 4 minute read
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In our rapidly evolving business atmosphere, two things remain constant:

  1. Change is inevitable and comes fast.
  2. The modern world of work is, and will continue to be, digitally dominated.

Automation allows businesses to stay competitive in this fast-paced market by creating more efficient and effective marketing campaigns and processes. Automating time-consuming tasks allows your team to focus on aspects of their jobs that require critical thinking skills and a hands-on approach. Additionally, reducing the risk of human error is a significant perk of marketing automation.

Because of this increased efficiency, businesses that harness the power of marketing automation reap astounding results. For example, Social Media Today found that 75% of companies use at least one form of marketing automation. According to Forrester, it’s working, too—with 80% of those organizations realizing a 77% increase in customer conversions. From an ROI perspective, analysis from Nucleus Research shows that for every dollar your company spends on marketing automation, you earn $5.44 over the first three years.

So, what does digital marketing automation look like in action? And what benefits does it offer? Find the answers to these questions and more below.

What is considered marketing automation?

Marketing automation is the process of using automation tools to manage various tasks associated with complex marketing campaigns. This includes lead scoring, email marketing, live chats, and social media marekting. However, as marketing automation evolves, more cutting-edge capabilities arrive. This is particularly important when discussing the artificial intelligence (AI) capabilities of automation software. AI-enabled marketing automation tools provide:

  • Buyer behavior insights to inform campaign strategy.
  • Advanced analytics to guide account engagement strategies.
  • Advanced data intelligence to measure campaign effectiveness.

Oracle’s AI-empowered Eloqua automation solution makes it easy for marketers to build and launch sophisticated, cross-channel campaigns without IT support. Save time and deliver consistent experiences across email, display, search, web, video, and mobile. Here are a few examples of Oracle Eloqua’s benefits:

  • Includes campaign orchestration, segmentation and targeting, lead management, asset management, and more in one solution.
  • Provides a simple UI for building and automating lead scoring models.
  • Gives sellers real-time intelligence on leads.
  • Enables sellers with marketing-approved content.
  • Identifies the best candidates for account-based marketing (ABM) programs and maps leads to opportunities.
  • Identifies high-value accounts and builds custom audiences to drive ABM success.
  • Surfaces real-time engagement insights.
  • Provides marketing-approved emails that are personalized, mobile responsive, and tracked.

Examples of marketing automation benefits

Since the benefits of marketing automation are numerous, it would be impossible to list them all in one short blog post. However, there are a few key advantages, which include:

  • Streamlining your digital marketing efforts.
  • Reducing human error, saving time and money.
  • Giving your team access to more accurate data for better decision-making.
  • Helping personalize the customer journey, increasing leads and loyalty.
  • Keeping marketing and sales teams on the same page, decreasing miscommunication and misassignment.

Learn more about the benefits of automation in digital marketing.

Automation in action: Digital marketing automation case studies

Now that we’ve covered how digital marketing automation works let’s look at some real-life examples of the Oracle Eloqua Marketing Automation in action.

Example 1: Fluke's ecommerce revenue success

This B2B marketing automation case study highlights how Oracle Eloqua helped Fluke, the leading industrial test equipment manufacturer, gain insights into their buyer’s purchase behavior.

The problem: If they were to meet their aggressive ecommerce revenue expansion target of 600%, Fluke needed a more robust marketing automation tool that could integrate with Fluke’s Shopify ecommerce platform. They chose Oracle Eloqua.

Oracle’s solution: Fluke deployed a targeted marketing strategy through Oracle Eloqua. The marketing team used Oracle Eloqua’s personalization and targeted keyword capabilities to entice their customers to return to Fluke’s Shopify ecommerce channel. As a result, Fluke increased its repeat customer rate by 52% and its ecommerce revenue by 800%.

Example 2: Bonnier wins more subscriptions

In this case study, media company Bonnier increased their annual lead revenue by 50% with the help of Oracle Eloqua’s data-driven marketing automation capabilities.

The problem: Bonnier lacked an effective lead generation strategy that could leverage its customer data. Many of the media company’s channels were underused and did not possess a unified strategy for growth. Additionally, Bonnier was forced to sort its data in silos, preventing them from effectively segmenting contacts into marketable audiences.

The solution: Oracle Eloqua created 60 lead scoring models, nurturing Bonnier’s subscription growth strategy with advanced segmentation capabilities. This enabled Bonnier to meet its long-term growth needs by implementing intelligent data strategies. The new multichannel marketing approach raised inbound registrations 1,862% year over year, and Oracle Eloqua’s synchronized audience management practices increased revenue from Facebook lead generation by 164%.

Oracle Eloqua: Dynamic automation that drives your marketing experience

What is the key takeaway? Automation is critical to a successful marketing future, and this is just the beginning. Automated capabilities will only improve as these tools continue to develop and grow to meet new demands—and Oracle will be there, innovating every step of the way.

Explore how Oracle Eloqua Marketing Automation can help you maximize performance.

Oracle Content Marketing Team

Oracle's Advertising and CX Content Marketing team aligns content strategy, creation, and amplification across global Advertising and CX marketing and collaborators.

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